Question One


Sites Differences Approach
Landing Page -Focused on acting on specific information directly relating to a wide range of various advertising and campaigns designed to lead consumers directly to the landing page.

-Single Page/Single Topic.

-Prompts page visitors to take one defined action.

-Omits any further navigation.

-Better for advertising.

-Not necessarily permanent.

-Focus solely on the content and topics represented across our social media & rich media advertising.

-Clearly defining the action we wish the consumers who’ve landed on the page to take.

-No elements of SEO will be included, as the page is not intended for organic visitors.


General Website

-Separates information across multiple pages with a higher level of detail and explanation.

-Designed and created focusing on elements of SEO in order for consumers to find the website organically.

-Occupies root domain.

-Provides comprehensive overview of business (generally).

-Links to other permanent pages.

-Opens options for further connection between the user and the business.

-Better overall representation of the brand.

-Multiple pages all interconnected through clearly defined navigation opens for the user.

-Designing the content with existing SEO practices present throughout. (ex. Keywords present throughout the website’s copy).

-Each page focuses on different elements/content.

-Creating an impression on site visitors by maintaining our brand’s voice and including elements of good web writing. (Concise, Organized, F-Pattern)


Question Two

Key Differences:

  1. Representation of the Brand.
  2. Navigationally Sound.
  3. Content Design and Structure.


The following chart defines crucial elements behind our 3 Key Difference

Representation of the Brand Navigationally Sound Content Design and Structure
Brand Voice

Speaking to the Audience

-Knowledge of the demographic

-Can’t assume the reader is aware of particular information.


-Content is relevant to the consumers in the target market.

-Up-to-date with modern society’s tendencies and habits; the businesses products/services made to appear easy to incorporate in a user’s life.

Authentic Voice

-Maintaining a consistent tone (voice) throughout the content.

-Persona representing segments of the market (commonalities and understanding).

Working Navigation

Comprehensive Navigation

-No broken links

-Clearly defined pathways across all web pages (multiple entry points)

-Links provided lead the consumer to the appropriate destination.

-Clear indication for buttons, words, symbols, and images embedded with a link.

Elements of SEO

-Appears organically for users based on the incorporation of basic elements of SEO. (Keywords within the copy)

Web Writing


Strong Headlines guide the user, attract attention, and represent the content to follow.

-F-Pattern is a proven web-writing practice to preserve the readers attention.

-Grammar rules can be bent as particular slang and symbols are universally understood on the web.

-Concise plain language writing to eliminate unnecessary content/clutter. (Bullet lists, exclusion of fluff)

Brand Symbols/Elements

Unique Selling Point

-Highlighting unique differences for the Olly Robohub’s product.

-Defining the sustainable competitive advantages

Brand Identity

-Presence of the company’s terminology, logos, symbols, and representations of the brand.


Attention Grabbing

-Creating pain/providing cure. (Establishing a need for the user and providing them with the solution)

-Inspiring action and involvement from the consumers.

Content Distribution


-Content on a webpage has a relationship to the overall theme of that particular page.


-Most effective and pertinent information readily available towards the top of the page.

Strong Visuals

-Visuals attract more inbound links.

-They’re processed faster by consumers (approximately 60,000 x)

-90% of information transmitted to the brain is visual.

-Pictures are universal, evoking stronger emotional reactions than words.

-Easier to comprehend.

Question Three

Supporting the Campaign Objectives with our Key Differences

Key Differences Campaign Objectives Met
Representation of the Brand 1.     Creating Awareness for the Emotech Olly Robohub brand.

2.     To foster a loyal community of Olly Robohub brand advocates.

3.     To increase digital traffic to all digital platforms included in the campaign.

4.     To keep Olly Robohub relevant in the minds of customers.

Navigationally Sound 1.     To increase customer counts (followers/tweets etc.) on all social media platforms.

2.     To reach “first-time” customers & increase sales.

3.     To initiate, support, promote and reward co-creation of content across all platforms.

4.     To generate user interaction with the Emotech brand as well as the specific Olly Robohub product.

5.     To initiate customer interaction.

Content Design and Structure 1.     Creating Awareness for the Olly Robohub product.

2.     To showcase and promote product usage.

3.     To specifically reach the intended demographic of the product you selected.

4.     To foster and encourage customer engagement & increase customer feedback.


Campaign Objectives: How They’re Met

To create awareness for the Emotech Olly Robohub brand

  •    Keeping the brands image relevant with social trends, consumer needs, and consumer expectations
  •    The consumer can relate themselves to the brand’s personality and ideals.


To create awareness for the Olly Robohub product

  •    Product descriptions, consumer reviews, how-to lists, and facts provide the consumer with a more in depth of the product and how it functions.
  •    Consumers who purchase the product based on information they received off the website can potentially expose those in their daily lives and social circles to the product and increase the awareness.

To increase digital traffic to all digital platforms included in the campaign

  •    If the consumer becomes supportive of the brand they’re likely to become active and involved with related media and platforms.

To generate user interaction with the Emotech brand as well as the specific Olly Robohub product

  •    Following our CTA’s and links can lead the consumer to our social platforms where they can engage with the community and the brand.

To initiate customer interaction

  •    Luring customers to related pages by creating curiosity and desire to learn more, finding the solution to the created problem.

To foster and encourage customer engagement & increase customer feedback

  •    Openly inviting the customer to leave their thoughts, opinions, and review of the product openly.

To foster a loyal community of Olly Robohub brand advocates

  •    Sharing beliefs and commonalities with the brand can develop into loyalty from the consumer.

To initiate, support, promote and reward co-creation of content across all platforms

  •    Enticing customer participation through offers and CTA’s

To showcase and promote product usage

  •    Displaying step-by-step instructions, suggestions, and product features to teach consumers about the product and its capabilities.

To increase customer counts (followers/tweets etc.) on all social media platforms

  •    Increasing traffic across our social media and platforms generating the possibility of a growth in participation and committed follows.

To keep Olly Robohub relevant in the minds of customers

  •    Relating the product to relevant trends/topics can have these same trends/topics promote our brand and product as consumers correlate the two.

To specifically reach the intended demographic of the product you selected

  •    Designing our content in a way that our intended audience would find our website organically through specific searches, topics, and themes.

To reach “first-time” customers & increase sales

  •    Consumers searching for specific content can become exposed to our brand and products based on our SEO elements.

Digital Natives

Learning how to write for social media is imperative because digital is everything now. Social media marketing has become a crucial factor in any business’ marketing plans and goals. Being able to utilize social media to the fullest extent requires one to understand the platforms, the requirements, restrictions, styles, audiences and so much more.

The great thing about understanding social media is that we can get messages delivered to a very large audience, very quickly. Posts on social media can go viral within split seconds because everything is so fast paced, which is exactly what the audience wants. In order to be a part of that we need to understand how to write effective content for each platform and audience.

Social media is a part of our everyday lives, so as brands why would we not want to build a strong online presence and more personal relationship with our audience and consumers.

St. Clair College ADV Tweet

Virtual-RealityCurious about your future? Look no further! Enroll in the most updated digital ad program @stclaircollege to start your career #StClairADV

This tweet is 138 characters, which is longer than a favorable tweet, but the information is relevant and the use of tagging and a hashtag accounts for the extra length.

First, we have to consider the platform that we are writing for, in this case it’s Twitter. Taking the twitter provisions into consideration, I made my tweet as short as I could, but the use of tagging and a hashtag added quite a few extra characters. Although I am almost at the max character limit, the tweet would still be effective because my message is strong, and the tag and hashtag simply support my message.

Before creating the content for the message, we must define our audience. Our target audience is graduating high school students interested in enrolling in a very up to date digital advertising program.

Now that we know who we are writing to, what platform we’re writing for and why we’re writing this content, we can move on to the writing part.

Writing tweets for a brand isn’t as simple as one would think. I considered the brand persona of St. Clair and actually took a look at some of the different Twitter accounts associated with St. Clair in attempt to embody the tone and style.

I wanted to use a capturing image that is extremely relevant to the topic of the tweet, so I chose a picture of a classroom with students using virtual reality goggles. As we all know, St. Clair ADV just started incorporating VR into the curriculum last year and it has evolved even more since then. I think that this image will grab my audiences’ attention and peak interest in what this is all about. This image is very important to the success of my tweet because people retain images much faster and longer than they retain words.

Now that I have caught my readers’ attention, we move on to the text. I used a problem-agitate-solve style tweet/headline because I know that my audience has a problem and I want to give them a convincing solution.

I practiced plain language writing by using short sentences, relatable terms, a tag and a hashtag that are simple and relevant to my tweet. I wanted the tone of my tweet to be informative, but not boring and encouraging/inspiring in hopes that my readers will click on the @stclairadv tag to find out more info about the program and what it has to offer.

I also came up with a secondary tweet after the fact that takes a completely different spin on things by keeping it super short and somewhat sarcastic. This tweet embodies more of a sarcastic-humor vibe with a little dig at competing schools with advertising programs. The purpose of this tweet is more to “plant a seed” and spark a conversation between readers and even other schools. This tweet is a little riskier because the purpose is ultimately to get our readers to enroll in the program, but this tweet is just funny and might create some buzz around the St. Clair Ad program.

“@stclairadv does virtual reality…hbu? #educationdoneright”

Social media brand voice

This is the identity of the brand. Your brand persona, tone, language and purpose must be executed with fluidity amongst all social media channels. However, your brand’s personality also needs to be a chameleon and morph itself to fit each social platform.

Before going ahead with writing any content, you need to have an established brand identity. There are four key elements when analyzing the brand voice:


  • Your business’ attitudes, values, strengths, visions
  • Evaluate comparisons (example: masculine or feminine/ young or mature / professional or goofy)
  • What do you want your audience to think of when they think of your brand?
  • What type of emotion do you want to evoke every time someone thinks of your brand?
  • Think about descriptive words
  • Some branding personas can include: exciting, humble, professional, influential, prestigious

Example: Cereal brands that use mascots such as the “Silly Rabit” for Trix Are for Kids. This portrays the brand as a fun-loving, youthful and somewhat silly brand. Many brands that target young children/families as their audience will use a mascot or character to portray their brand because it’s very relatable and fun for the audience.


  • Factors to consider: are you serious, funny, sarcastic, morbid, charming, happy, etc.
  • Consider: diction
  • Consider: writing style
  • Consider: Does your brand use jargon or slang, how do you use punctuation, will you be formal or casual, will you use emoji’s, what kind (if any) of humor will you incorporate)

Tone is about getting rid of the monotone crap that we write for the search engines and the robots, and replacing it with a style and tone that is relatable to the human audience.

Example: Using tragic situations in attempt to sell commercial products is tacky. (Referring to the Twin Towers example)


  • Do not assume your audiences’ level of literacy
  • Use plain language terms, short sentences, phrases, etc.
  • Use relatable jargon or slang
  • Humanize your brand to be at the same level as your audience

Example: Taco Bell’s tweets “You better love Taco Bell”, “#WhyISmile Taco Bell exists” are not promoting the brand or using technical business acumen, but instead simply tweeting as if they were one of us, regular people.


  • Establish why your brand is on social media
  • Examples: To sell a product/service, inform, educate, entertain, promote etc.
  • You need to know your purpose or else your content won’t make sense

Example: Home Depot’s motive is to help people build/renovate/fix their homes, so when they heard of a natural disaster that left a town in shambles, they decided to take action on social media. Home Depot used Twitter to connect with Red Cross in order to reach out and help the community build itself up again.

Writing for the Web vs. Writing for Social Media

When writing for the web we have to understand our audience, our business, our objectives, who we are, why we’re doing it and what we want our audience to take from it. There are four key factors we consider when writing web content:

  • Brevity
  • Using plain language writing
  • Practicing the f-pattern in all writing
  • Using short sentences that are easy to read
  • Simplicity
  • Simple structure
  • Easy to navigate
  • Do the “Ralph Test” to check your plain language efforts
  • Neat/clean layout
  • Make the content obvious, the reader shouldn’t have to guess what they’re looking at
  • Clarity
  • Know your audience
  • Make it clear your product/service does
  • Know what your audience wants
  • Tell your audience what you want (ask/tell them why)
  • Humanity
  • Become a part of your audience
  • Use language that speaks on the same level as your audience
  • Do not clutter your content with acumen that your audience won’t understand

Writing for the web also includes the other strategies such as incorporating images/videos, links, calls to action, quotes and whatever other supporting elements there are to make your story interesting.

Writing for social is a little bit different…

Writing for social media requires you to understand each individual platform you are using. All social media platforms are very unique and have certain requirements that need to be met in order for your content to be relevant and successful. Social media is different than web writing because you have much less freedom. Social platforms are all designed differently and for a specific purpose, so before you write for that platform you need to understand the regulations and restrictions that it comes with.

When writing for social media you must also keep in mind how your audience is viewing this information. Mobile apps are obviously viewed on mobile devices, usually when people are waiting for something/bored/on the toilet etc. so you need to figure out how you can quickly and effectively capture their attention in the ocean of other posts on their news feeds.

The written, but somewhat unwritten rules of writing for social media:


  • 140-character limit, BUT using 100 characters is proven favorable
  • Hashtagging can be a useful tactic to be a part of the conversation, but no one wants to see 140 characters of hash tags
  • Humanize your tweets (a.k.a don’t always tweet promos/business info, come down to human level and have some conversation)


  • The purpose of Instagram was sharing images with friends
  • Instagram has innovated a lot to become more versatile with sharing 60 second videos, live streams, stories, long description boxes etc.
  • Your audience has high expectations
  • Use high quality images/videos
  • Utilize the description box to engage your audience with comments/likes/shares/reposts
  • Use visuals as emotional triggers to join or start a conversation


  • Posts under 250 characters have much higher engagement rates
  • Don’t post something just to post it, stick around and see how your users are interacting. This is an opportunity to have a conversation.
  • Visual images can be useful to attract attention to the written content
  • Short videos are highly viewed


  • Think Headlines
  • The title of the video, description box and tags are very important elements
  • Your title/headline in combination with your cover image are what will get your users to watch your video
  • The description box can be used to further describe the content of the video and include any other relevant information such as links to other channels, videos, websites, social channels, etc.

Overall, writing for social media means understanding the platform and using it in a way that engages your audience quickly. This content must be easy to scan, interesting, relevant and simple enough for your users to understand.

Assignment 4 – Visuals

  1. Creating a Visual Post


Topic: Beauty Tools

Headline: LuMee – A Tool to Help You Take the Best Selfies!


Main Feature Image:

Secondary Images – product pictures:

Content: Product features, How to use, Where to buy, Costs, Review, Links


The Blog Post:  The full blog post is on separate pages: 3, 4.


LuMee – A Tool to Help You Take the Best Selfies!

The LuMee Case is an absolute must-have beauty tool to help you improve the quality of your selfies!

How Will you SELFIE


This is the original LuMee case that I purchased for my iPhone 6s.

 I am a makeup artist and beauty enthusiast so of course once I heard about this case to improve selfie quality I had to have it. I hadn’t heard too much about it when I made the purchase, it was more of an impulse buy, but definitely not a regret!

This case helps to make the lighting better in any situation, but especially at night, or in ambience lighting situations such as restaurants and clubs.

Most phone camera quality isn’t good enough to produce well-lit pictures in darker environments. The LuMee light provides soft-bright lighting without you having to use a flash that will completely wash you out.

For any makeup lovers like me, you know how important it is to take quality photos! I definitely recommend this beauty tool to anyone who wants to start taking better selfies.

Listed below are more product details if you’re interested. I have also included a link to their website so that you can check it out for yourself.

Product Features

  • Front selfie light – with dimmer option
  • Rechargeable battery
  • Snug, protectant phone case

How to Use:

  • Simple on/off button on the back of the case
  • To dim the light just hold the button down until desired lighting
  • Simply plug it in to charge (doesn’t need to be charged often)

Where to Buy:

  • The LuMee is also sold in other retailers and on Amazon

Costs: $39-$69+tax (Depends on which case you want, because there are 2 other types of LuMee cases now available)

Case Options:

  • LuMee Original
  • LuMee Two
  • LuMee Duo (front and back light)

The cases are compatible with all iPhone 5 – 7s and Galaxy 6-7.

Also, check out the new LuMee Duo which has a backlight as well:

Hope you enjoyed this product review

Until next time,




  1. Creating a Visual Post – Reasons and Justifications

Value Proposition: Beauty Tips ‘n Tricks provides beauty hacks to help you improve your beauty product experience, learn new tricks and relieve frustration.

  1. Why I Chose These Images:

The main feature image I chose to use is a picture of myself using the LuMee Case to show how much light the LuMee can provide. This allows the product to speak for itself first, without me having to explain anything. Readers are more likely to see this visual and understand what the purpose of the product is just by looking at it. This visual is the main attraction and is used to peak interest to read the rest of the blog post where they can find more specific details.

The secondary images I chose are product photos in daylight, no light, the back of the case and the logo. These images I wanted to use to showcase the product itself: how it looks on the phone, how it looks in daylight and in no lighting (with the LuMee light on), and what the back of the case looks like because most of us beauty enthusiasts care what our phone cases look like. You can also tell in these images that it is not a cheap, flimsy phone case, it is a thick protective case which offers even more value.


2. Why These Images are Beneficial to the Post:

These images are beneficial to the post because they speak my message before I even say it. The main image backs up the entire purpose of the blog post because it shows the product feature in use and how it will help anyone take a better selfie.

The product images are beneficial to the post because it shows the readers exactly what they’re getting. Right away they can see exactly how the product looks, how it works and the quality of the product. Since people digest visuals much faster than words it’s beneficial to showcase a product by using images first. These images will leave an impression and allow the reader to decide if they want to read about details after.

  1. Why Visuals are Important to Web Content
  1. Visuals Increase Audience Engagement

Visuals are more appealing to the human eye. A picture can speak a thousand words without actually saying anything. Images can evoke emotions by simply looking at it for seconds. Humans tend to scan for images rather than text because it’s easier to comprehend. Using visuals increases the value of the rest of the content and will likely lead to user engagement. Consumers are more likely to engage with a picture or visual image than text content because they can process the information much faster and it takes a lot less effort than reading.

  1. Visuals Increase Information Retention

Visuals are easier to remember than text. If the information is presented in a visually appealing way such as an infographic, the reader is much more likely to retain that information rather than if they read a paragraph. People don’t want to use their own imagination, so providing information visually allows them to think less while retaining more.

  1. Humans process and digest visuals exponentially faster than text

Humans automatically scan for visual information because the human brain processes visuals faster. In fact, the majority of information transmitted to the brain is visual. Using visuals is clearly the fastest way to get your point across in any situation.

Of course, with any of these elements we have to make sure that the visuals are absolutely relevant to the topic. It’s also important to make sure that the visuals are clear because most images can be interpreted very differently based on the reader, the headline or the context of the article.

  1. Providing Three Recommendations to St. Clair College to Improve the Current Website
  1. Mobile Responsiveness

The St. Clair College website isn’t exactly mobile responsive. Visiting the website from a mobile device simply shrinks the entire website. It is hard to read because the text is so tiny. Anyone would have to zoom in to see things clearer or read the page content. Images on the page are small and hard to see as well as the videos. The videos pop up slightly larger, however it doesn’t format to fit the size of the phone screen so it could definitely be optimized to make it easier to watch on a mobile device.

Mobile responsiveness of a website is extremely important to a business especially because Google is implementing a new algorithm which will index mobile-first. I understand that the website can be fully viewed on a mobile device, but the size isn’t optimized, it’s just squished down to fit the page.

Being optimized on mobile devices is important for potential students because that is where most of their searches come from. Most potential students are constantly on the go and use mobile devices exponentially more often for searching rather than a desktop or laptop.

At this point if I searched on my phone and got this result I would just exit and decide later if I would re-visit the site from a desktop because I wouldn’t be bothered to zoom in, in order to view things.

  1. Visual Vomit

St. Clair’s website has a lot of slider visuals, images, videos, logos everywhere. In my opinion the website is too busy. I can’t focus on one thing because there is so much going on, on one page. The home page is the worst because from top to bottom there is visuals everywhere and it’s very distracting from the content. I think St. Clair needs to focus on 1-2 main visual elements, and then try to incorporate the rest amongst the other pages.

As for incoming or prospect students, it doesn’t just stand out to apply for a program because there’s too much else going on, so I think St. Clair’s main visual on the homepage should include something about where or why students should apply to St. Clair and give them a really simple link to the list of programs.

  1. Attention Span

As an extension from the previous recommendation, it is known that humans in general have very short attention spans, especially when it’s regarding digital.

The website is so busy that when people are looking at it they don’t know what to pay attention to and likely exit off the page. I think that if St. Clair made their website more clean on each page that it would be more appealing and people wouldn’t lose interest as quickly.

Changes Made to my Introduction Post

1st Change:

Old: “My Goal: Live life to the fullest surrounded by amazing people!”

New: “My Goal: Live life to the fullest with amazing people!”


This is a simple word change to make the sentence simpler. I also find that the new sentence is better phrased because the word with is inclusive, whereas the word surrounded isn’t. The new sentence makes the message easily scannable and clearer to my readers.


2nd Change:

Old: “Beauty Tips ‘n Tricks features exactly that, useful tips and tricks related to makeup, skincare and all things beauty related!”

New: “Beauty Tips ‘n Tricks features useful nuggets of wisdom related to makeup, skincare and all things beauty related!”


Screen Shot 2017-03-06 at 8.39.46 PM


I decided to eliminate the wordiness in this sentence by removing the unnecessary words “exactly that,”. I also eliminated some repetition by removing, “useful tips and tricks” and replacing it with “useful nuggets of wisdom”. The sentence is now easier to read, not repetitive and includes more plain language for my audience.

The reason I inserted the image here is so that it is right underneath the introduction of myself and goes directly beside the “Facts about me”. This photo allows my audience to see what I look like so that they can put a face to the name, and feel like they’re having a conversation with me, a real person.


3rd Change:

Old: You’re probably wondering how I have time for this, between exams, work and a social life, so let me explain.

Makeup has been a hobby of mine since I was 14 years old, and skincare/ the beauty industry for the past 5 years.

Now that I am enrolled in a program that allows me to express and explore my creativity, I am ecstatic to have been able to start this blog about my true passion.

New: You’re probably wondering how I have time for this, between exams, work and a social life, so let me explain.

Makeup has been a hobby of mine since I was 14 years old. I have always aspired to become a beauty blogger, I just never knew where to start. I have been in college for long 3 years so far and it has given me the guidance I needed to follow my passion.

So now during the busiest time of my life, I know where to begin!


I realize that the second sentence was choppy and may not be easy to read so I eliminated the second half, “and skincare/ the beauty industry for the past 5 years”. The next sentence wasn’t very clear and included terms that I don’t think are very relatable to my audience. I decided to scratch that whole sentence and re-write it. The two new sentences are much easier to read because they flow together and use plain terms that my audience will understand.

The last sentence was added as a reinforcement statement relating back to the beginning of this section, “You’re probably wondering how I have time for this, between exams, work and a social life, so let me explain.”. I used this sentence to justify the information I gave my audience about myself and reassure them that I know what I’m doing. By giving my audience a personal story about myself it will allow my readers to authenticate me.


4th Change:

Old: “I will be regularly posting about different products and topics weekly, however feel free to send me an email or comment on my posts with a product or topic that you would like to know about, and if I have any advice to give I will definitely post it!

New: “I will be posting about different products and topics weekly, but feel free to send me an email or comment on my posts with a request and I will do my best to post the answers asap.”


Screen Shot 2017-03-06 at 9.00.54 PM


The purpose of this section is to engage my audience by addressing their needs. The original post is too long, wordy and repetitive. I removed words that weren’t needed and changed the last sentence completely. The new sentences’ message is clear and concise. My message and call to action are now easy to read and understand, giving me a better chance that my audience will actually engage.

These 2 images were inserted right after mentioning that I will be discussing different products and topics weekly. Showing the audience a snippet of what’s to come may intrigue them to check back about any of the products shown. Including images also makes the whole post more interesting and appealing to the reader.

Using images caters to the f-pattern as well, making it easy to grab the reader’s attention and breaking up the post to make it easier to read.


5th Change:

Old: If you care about makeup, skincare or anything related to the beauty industry Beauty Tips ‘N Tricks is here to help! – Boys, this means you too. Everyone should give a crap about their hygiene!

New: If you care about makeup, skincare or anything related to the beauty industry be sure to check my blog weekly for new posts – Boys, this means you too.

Take a few minutes to give a crap about yourself!




Instead of telling my readers what they already know (“Beauty Tips ‘N Tricks is here to help!”), I wanted to give an extra call to action. I am not being aggressive or assertive, but just giving my audience a re-cap of what they’ll be getting and when to revisit my site.

I thought that the last comment “Everyone should give a crap about their hygiene!” could come across as rude, and isn’t really relevant anyway. The focus of my blog isn’t hygiene, and I didn’t mention anything to do with hygiene in the rest of the post. I took that out and replaced it with a better statement, “Take a few minutes to give a crap about yourself!” to tell my readers that they should care about themselves and they can definitely do it by reading my blog.

I ended off with a web-signature, “xo, Crystal” to become more personal with my users. By signing off as my name it certifies to my readers that I am the one writing to them. It also gives the blog post more structure than just ending it.


Following 5 Guidelines to Re-Write Content for Plain Language

  1. Write for your audience:
  • I write directly to my audience by using pronouns such as ‘you’ throughout the whole post.
  • I used common lingo that my audience will relate to and understand.


  1. Organize information logically
  • I immediately introduce myself to my audience
  • Give my audience some facts and information about me that they will likely relate to
  • I then address the how/why/what about my blog
  • Finally, I end off with two calls to action (send an email/comment & check my blog weekly for new posts)


  1. Write for action
  • Throughout the post, I use positive language and emphasis such as exclamation points to express my excitement and enthusiasm
  • I use many verbs to describe myself and what my purpose is, as well as using action verbs toward my audience to encourage them to engage with my site
  • The purpose of my post is justified by letting my audience know that they should check back weekly for new content


  1. Keep it short
  • I used mostly short sentences to keep it easy to read
  • I divided my information into very small paragraphs
  • I included a bullet list to show some key points
  • All of these elements were used to form an f-pattern to make it easy to read
  • Re-writing sentences in plain language writing


  1. Design it for reading
  • I made my post easy to scan by using short bolded sentences
  • Bullet point information
  • Adding visuals (in this case an image of myself and two images with products in them – both taken by me)
  • Small paragraphs to separate ideas
  • Writing to my reader with plain language terms that are common to my audience specifically

Introduction to Beauty Tips ‘N Tricks

Hey there! I’m Crystal, a 21-year-old Windsorite writing to share some beauty insight with you.

Screen Shot 2017-03-06 at 8.39.46 PM

Some facts about me:

  • I am a full-time college student
  • I am certified in makeup artistry
  • I have two fluffy kitties that I love
  • My Goal: Live life to the fullest with amazing people!

Beauty Tips ‘n Tricks features useful nuggets of wisdom related to makeup, skincare and all things beauty related!

You’re probably wondering how I have time for this between exams, work and a social life, so let me explain. 

Makeup has been a hobby of mine since I was 14 years old. I have always aspired to become a beauty blogger, I just never knew where to start. I have been in college for long 3 years so far and it has given me the guidance I needed to follow my passion.

So now during the busiest time of my life, I know where to begin!

I will be posting about different products and topics weekly, but feel free to send me an email or comment on my posts with a request and I will do my best to post the answers asap.

If you care about makeup, skincare or anything related to the beauty industry be sure to check my blog weekly for new posts – Boys, this means you too.

Take a few minutes to give a crap about yourself!